Becca Babajee

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Are subcultures all the same or outlets for individuality?

This collection of adverts explores the contradictions that occur within subcultures. The project’s intention is to question how we normally perceive subcultures.

These distinct subcultures can appear to be homogeneous to the uninitiated. The advertisements primarily illustrate the tension between subcultural ideals such as individuality or the unusual, in connection with group belonging and a sense of community.

The literal ‘recruiting’ and ‘selling’ of subcultures highlights the potential for these supposedly authentic, niche communities to become packaged as a commodity and a desirable way of being.